Vow to Be Chic Santa Monica showroom

Kelsey Doorey only a few months ago had to take important calls in her car or meetings at a table amid the desks of her former office’s open floor plan. The ceo and founder of Vow to Be Chic can now boast about two enclosed meeting rooms at her company’s new headquarters in a historic building in downtown Santa Monica.

It’s a prime location, with ample parking structures and the Third Street Promenade and restaurants steps away. The company also recently opened a new showroom space for brides and bridesmaids on the ground floor of its office, which totals over 2,000 square feet. The showroom space is roughly 500 square feet designed by Laurel & Wolf and outfitted in pale pinks, nudes and metallics for bridal parties to sip Champagne and try on dresses.

“It’s just a nice alternative. Millennials, we’re so used to having all these options,” said Doorey, who started the company as means of providing bridal parties with an alternative to investing in pricy bridesmaids dresses with designer rental options.

Rentals start at $65 with an offering of labels that includes Monique Lhuillier, Nicole Miller, Theia and Jenny Yoo. The showroom is available by appointment. Brides coordinate with a Vow to Be Chic stylist on when they would like to come in, along with what they’re looking for and then the stylist makes selections from the company’s inventory of dresses in its Hawthorne warehouse.

Downstairs from Vow to Be Chic is the Black Tux showroom, which provides another layer of convenience to get the whole wedding party taken care of at once.

“It’s that accessibility. When I want it, where I want it [for Millennials],” Doorey said.

The showroom and office follow the company’s announcement in June of its $5 million Series A. The round included Pritzker Group Venture Capital, Wavemaker Partners and Women’s Venture Capital Fund. The company has now raised $8 million to date.

The privately held company does not disclose financials but reported at the time of its Series A announcement that sales last year grew tenfold and it has been notching double-digit growth month over month since then.

The company quickly bolstered its ranks following the funding news with the hiring of head of marketing and business development Nirbhika Moorjani, head of technology Peter Bohnert and head of finance and operations Neil Kee.

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